Fourteen kinds of evidence
In his Lectures on Law, James Wilson gives fourteen kinds of evidence, which makes for an interesting list:
I. It arises from the external senses: and by each of these, distinct information is conveyed to the mind.
II. It arises from consciousness; or the internal view of what passes within ourselves.
III. It arises from taste; or that power of the human mind, by which we perceive and enjoy the beauties of nature or of art.
IV. It arises from the moral sense; or that faculty of the mind, by which we have the original conceptions of right and wrong in conduct; and the original perceptions, that certain things are right, and that others are wrong.
V. Evidence arises from natural signs: by these we gain our knowledge of the minds, and of the various qualities and operations of the minds, of other men. Their thoughts, and purposes, and dispositions have their natural signs in the features of the countenance, in the tones of the voice, and in the motions and gestures of the body.
VI. Evidence arises from artificial signs; such as have no meaning, except that, which is affixed to them by compact, or agreement, or usage: such is language, which has been employed universally for the purpose of communicating thought.
VII. Evidence arises from human testimony in matters of fact.
VIII. Evidence arises from human authority in matters of opinion.
IX. Evidence arises from memory, or a reference to something which is past.
X. Evidence arises from experience; as when, from facts already known, we make inferences to facts of the same kind, unknown.
XI. Evidence arises from analogy; as when, from facts already known, we make inferences to facts of a similar kind, not known.
XII. Evidence arises from judgment; by which I here mean that power of the mind, which decides upon truths that are self-evident.
XIII. Evidence arises from reasoning: by reasoning I here mean that power of the mind, by which, from one truth, we deduce another, as a conclusion from the first. The evidence, which arises from reasoning, we shall, by and by, see divided into two species—demonstrative and moral.
XIV. Evidence arises from calculations concerning chances. This is a particular application of demonstrative to ascertain the precise force of moral reasoning.
Even this enumeration, though very long, is, perhaps, far from being complete. Among all those different kinds of evidence, it is, I believe, impossible to find any common nature, to which they can be reduced. They agree, indeed, in this one quality—which constitutes them evidence—that they are fitted by nature to produce belief in the human mind.
Over the years, the Spotify algorithms have correctly identiﬁed that I tend to like “chill” music of a certain BPM ...
When I design online ads for American Apparel, I almost always look for an angle that will provoke. Outrage, self-righteousness, and titillation all work equally well. Naturally, the sexy ones are probably those you remember most, but the formula worked for all types of images. Photos of kids dressed up like adults, dogs wearing clothes, ad copy that didn’t make any sense—all high-valence, viral images. If I could generate a reaction, I could propel the ad from being something I had to pay for people to see (by buying ad inventory) to something people would gladly post on the front page of their highly trafficked websites.
But entertainment has the merit not only of being better suited to helping sell goods; it is an effective vehicle for hidden ideological messages. Furthermore, in a system of high and growing inequality, entertainment is the contemporary equivalent of the Roman “games of the circus” that diverts the public from politics and generates a political apathy that is helpful to preservation of the status quo.